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Imagine you’re about to start a new collaborative, cross-timezone project and you are hoping to get the whole team on board with your favorite online workspace. Do you set up the whole space and walk them through each capability: group calendar, project management tool, resource library of helpful documents, collaborative editing, etc? Or, do you begin by sharing a single document that starts out as the agenda and develops into a lab notebook? Do you go for the stretch goal (full-blown on-line workspace) or the small win (starter collaboration document)?

As much as the business world seems to admire design innovation these days, very few companies are doing it well. As the founder of a firm that helps businesses innovate, I’ve watched approvingly as design has gone from a niche topic to the covers of mainstream publications and the keynotes at business conferences. And yet, in 28 years of creative consulting, I have seen far more corporate design efforts fail than succeed.